Dümmen Orange and Hishtil recently signed a Memorandum of Understanding (MoU) for joint collaboration on promoting bare-rooted cuttings under one single brand: Basewell.

Left to right: Eyal Inbar, Export Sales Manager Hishtil and Arjan Kaaks, CFO Dümmen Orange

Dümmen Orange made its Basewell annual and perennials commercially available to the North American market in 2018. This year, Dümmen Orange launched its annuals to the European market. Other Dümmen Orange Basewell products are on their way. Dümmen Orange is focusing on broadening the Basewell product offering by collaborating with new partners like Hishtil in order to add more options and diversity to the assortment from which growers can choose.

This new MoU will lead to the following results:

  • Dümmen Orange and Hishtil will set up a joint standard of product specifications, to assure consistent quality of all Basewell products to their customers.
  • The MoU is effective as per season 2020. Hishtil will start applying Basewell to its production and product labelling.
  • A whole new range of Basewell herbs-products from Hishtil will become available to the North American market.

Amit Dagan, General Manager with Hishtil, regards this opportunity as a strategic next step, “Basewell fits Hishtils’ mission perfectly to provide horticultural solutions by utilizing innovative and economic technologies based on cutting edge knowledge and technology. We are excited to be able to have our products offered in this new form. We see this as being another solution to meet our customers’ needs.”

Olivier Aretz, Managing Director Product Teams & Strategy with Dümmen Orange adds, “The Basewell family is growing and becoming the standard in the market for bare-rooted cuttings production. Our customers will benefit from this new collaboration because it gives them access to a wider range of products, making it more attractive to them to invest in their business by starting to apply Basewell® to their production processes.”

For more information
Dümmen Orange